Conjoint analysis of drivers and inhibitors of e-commerce adoption

Since the emergence of electronic commerce, the study of motivations as good predictors of consumers' purchasing behavior collects much of the attention of the literature. However, most studies rely on regression analyses, which have relevant limitations. This study uses fuzzy-set qualitative comparative analysis (fsQCA) to analyze the influence of motivations and barriers on online-shopping behavior from a compilation of 33 motivational and 12 disheartening items of e-commerce as conditions, and purchase behavior as outcome. The empirical analysis uses responses of 817 Internet users to an online questionnaire. The method includes a previous principal component analysis that reduces the number of conditions to 7 motivations (hedonic, product variety, product customization, convenience, price, lack of sociality, and Internet exclusive availability) and 3 barriers (in-person, risk, and delivery). fsQCA offers insight into the knowledge of online shopping drivers and inhibitors, with relevant implications for theory and practitioners.